Cambridge Ohjelma - Jarmo vs. Aika
More leads

The Cambridge Program is a successful and safe weight loss and management program. Actor Jarmo Mäkinen expressed his wish to lose weight utilizing the Cambridge Program. We developed a content marketing campaign for Jarmo's weight loss endeavor.

With the success of the previous inbound marketing campaign, we aimed to further increase brand awareness and strengthen the perception of our product's reliability. The previous campaign generated approximately 800 new customers from approximately 1000 leads, and we had now set a goal of acquiring twice as many leads and new clients.

In our video series, we presented the public a story of how Jarmo Mäkinen easily and safely lost 20 kg in 10 weeks with the help of the Cambridge Program. Jarmo Mäkinen had to fit into a costume that was too small before the oratorio's premiere, which pushed him to success.

A simple campaign with a stunning result. Here's how it was done:

• Campaign plan, using Facebook, Sanoma Optimizer digital banners, and the "Jarmo fits" landing page alongside the Cambridge Program website
• 5 "Jarmo fits" story videos from the entire 10-week weight loss journey
• Landing page, where more information about the Cambridge Program could be found. There, you could leave your contact information and participate in the competition. The grand prize was 3 Cambridge Programs.
• Inspiring internal marketing videos for coaches. The videos explained the purpose and goals of the campaign and encouraged the coaches to reach out to warm leads.

Throughout the campaign, an incredible 4600 warm leads were generated. One 10-week Cambridge Program costs around 1000 euros, so the leads have a potential value of 4.6 million euros. Each of the leads likely has a motive to lose weight since they participated in a competition where the prize is a weight loss program. Jarmo Mäkinen has given numerous interviews to both print media and television, discussing the Cambridge Program and his 20 kg lighter self.